On March 14, NIO "Li Bin" made his live broadcast debut as the company's CEO for the first time. On March 26, Nezha Automobile ceo and 360 founder Zhou Hongwei completed a joint live broadcast. Just two days later, Geely Automobile Chairman Li Shufu and Yu Minhong held an online live show at Geely Satellite Super Factory...
As car company executives have come to the live broadcast, this simple and crude, traffic is king. The marketing model seems to be starting to become popular, and of course the reason is that it is really effective.
Take NIO Li Bin’s first live broadcast as an example. Two hours after the broadcast, the number of people online at the same time quickly exceeded 100,000, and the cumulative number of viewers reached an astonishing 10 million. Li Bin’s Douyin personal account also shortened In just half a day, it gained 180,000 followers, which is faster than almost all vertical ups. This kind of communication power is naturally more powerful than that of car experts. It seems that if there are any new car promotion activities in the future, the car company team will organize it by themselves, saving costs and increasing popularity.
Take Li Bin’s first show as an example. During the entire live broadcast, NIO not only invited Li Bin, but also President Qin Lihong and Vice President Shen Fei. Its lineup can be said to be very strong, and NIO executives throughout the process They all patiently answered questions from netizens. Even some unfriendly and slightly offensive questions were answered one by one. NIO’s product layout and pricing became hot topics during the live broadcast.
Later, the arrival of Li Bin’s wife Wang Yizhi pushed the live broadcast to a climax. After all, there have been rumors on the Internet about her conversation with Liu Qiangdong’s wife Zhang Zetian, and Wang Yizhi did not avoid these sensitive issues and apologized to Liu Qiangdong and his wife. Even though everyone knows that all this is a live broadcast effect, or a script arranged in advance, it cannot stop the enthusiasm of netizens.
It can be said that Li Bin's personal live broadcast show is quite successful. Even an Internet veteran like Zhou Hongwei posted a video saying that he was inferior and said: "In the future, the automobile industry will enter the era of Internet celebrities!"
Of course, behind this is Li Bin's outstanding performance. In addition to the sense of lens, in essence, it is also a psychological need of consumers. After all, most ordinary people are naturally curious about the mysterious character of the car company boss. Once they have the opportunity to see his true appearance, netizens will naturally not miss the opportunity. The boss of the car company did not show off in person, which also shortened the distance between the brand and consumers, which was helpful for the development of subsequent marketing activities.
Because of this, in just two months, many people have entered the "live broadcast" track or are ready to make a move, and this does not include the car company executives who have already broadcast live before.
However, traffic is a treasure if it is used well, but it may be a "ticking time bomb" if it is not used properly. First of all, the current network environment is not ideal. Online keyboard warriors and trolls are rampant, and public figures make slight mistakes in their words and deeds. It may be taken out of context and magnified infinitely. After all, in front of the camera, even Internet celebrities sometimes say the wrong things, let alone car company executives who focus on the company's business all year round. In addition, the identities of car company executives are inherently sensitive. Once a business opponent finds an opportunity to discredit it, it is likely to have a huge negative impact on the brand.
So from this point of view, live broadcasting for car company owners is indeed a double-edged sword. Maybe it’s okay to try it occasionally, but it’s not a good thing to be too obsessed. Live broadcasting to generate traffic is still suitable for Internet celebrities after all. Do, but car company bosses should still focus on company management and car manufacturing business.
